2024 NASCAR Powerball Playoff
Role:
Client + Marketing Lead
Concept Developer
Production Liaison
Date:
June 2024 – November 2024
Property:
NASCAR on NBC Sports
The NASCAR Powerball Playoff is a national Powerball promotion that first debuted during the 2023 NASCAR season. Back for its second installment in 2024, the NASCAR Powerball Playoff culminates with four lottery players winning a VIP trip for two to NASCAR Championship Weekend, Nov. 8-10, at Phoenix Raceway and entry into a special drawing LIVE on NBC to win the $1 million grand prize.
Objective
Bring awareness for Powerball’s Playoff promotion, establish association as official partner of NASCAR, and drive interest in contest.
Strategy
To align authentically with the NASCAR Cup Series Playoffs, NBC Sports and Powerball established “cut race” integrations, letting viewers and contestants know who is advancing on in the contest, just as NASCAR drivers advance in the playoffs. Going from 16 to 12 to 8 to 4, the mimicking of the NASCAR Cup Series Playoffs brought both excitement and recognition each race, all culminating in Phoenix with a LIVE $1 million drawing.
Successes
In its second iteration, the NASCAR Powerball Playoff was a resounding success in bringing positive association to the client. The in race integrations allowed for consistent brand recognition and drove interest from the audience on the progression of the contest. Powerball has committed to year 3 of the promotion and partnership with NBC Sports to scale.
In Race Integrations
NASCAR Cup Series from Phoenix on NBC – Pre-Race LIVE Drawing – 11/10/24
(Click image to play video)
NASCAR Cup Series from Phoenix on NBC – In-Race Integration – 11/10/24
NASCAR Cup Series from Martinsville on NBC – In Race Integration – 11/3/24
NASCAR Cup Series from Charlotte on NBC – In Race Integration – 10/13/24
NASCAR Cup Series from Bristol on NBC – In Race Integration – 9/21/24
NASCAR Cup Series from Darlington on NBC – In Race Integration – 8/30/24
Phoenix Activation
TJ Hartnett 